What Happened with Low & No Alcohol Category?
Low and no alcohol drinks (typically between 0.0% – 3.5% ABV) first appeared in the 80s and 90s, but they struggled to gain wider popularity and remained niche products for decades. The main issue? Taste. Early low and no alcohol beers and wines lacked the depth and flavor of their alcoholic counterparts due to limited brewing technology. Variety was another problem—choices were mostly bland lagers with few exciting options. Add to that the social stigma of drinking alcohol-free in a culture where alcohol was central to social life. It wasn’t until recent years that these barriers started to break down. Fast forward to today, and the landscape has completely changed—choosing low and no alcohol options is not just accepted but celebrated.
Rise of the Low & No Alcohol
This shift in consumer behavior is reflected in significant market trends, highlighting a growing preference for low- and no-alcohol alternatives. According to Mintel, alcohol sales in the UK decreased by nearly 10% in volume between 2019 and 2023, while the retail value and volume sales of low and no alcohol drinks more than doubled between 2019 and 2024. In our recent study exploring the low and no alcohol category and consumer behavior in the Netherlands, 39% of Dutch consumers (n=1000) reported reduction in their alcohol consumption compared to previous years. Similarly, a study by KAM research agency revealed that approximately 1/3 of British consumers are drinking more low- and no-alcohol beverages than they did the previous year.
Evolving consumer lifestyles and drinking culture
One key factor is the rise of health and wellness culture, which gained significant momentum during the COVID-19 pandemic. As people became more mindful of their physical and mental well-being, many reevaluated their drinking habits. Today’s consumers, especially millennials and Gen Z, are more health-conscious, prioritizing mental clarity, physical fitness, and mindful living. This lifestyle shift has made moderation mainstream, and low and no alcohol options fit perfectly into this lifestyle.
People are increasingly seeking out social experiences that don’t revolve around drinking. Sober bars, low and no alcohol events, and wellness retreats are gaining popularity, creating inclusive spaces where everyone feels welcome, no matter what’s in their glass.
Social norms have evolved too. Choosing low and no alcohol drinks is no longer met with raised eyebrows. It’s seen as a personal, even empowering choice, fueled by the sober curious movement and supported by bars and restaurants offering creative zero-proof menus.
Evolving product category
Advances in brewing and distillation technology have also played a big role. Breweries have innovated to meet the demand for flavorful yet low and no alcohol beverages. Modern low and no alcohol drinks boast complex, sophisticated flavors that rival traditional beers, wines, and spirits. Brands like Lowlander, known for its botanical-infused brews, and Seedlip, a pioneer in low and no alcohol spirits, have redefined what zero-alcohol drinks can offer. Lowlander has fully embraced this movement and announced plans to go completely alcohol-free in 2025, marking a significant shift in the beer industry. Even traditional breweries like Heineken are expanding their low and no alcohol ranges to meet demand.
Finally, branding has made a big impact. Today’s low and no alcohol products aren’t marketed as “alternatives” but as premium, desirable lifestyle choices. A prime example of this would be Lyre’s low and no alcohol spirits that focus on high-quality ingredients and craftsmanship, positioning them as leaders in the premium zero-proof category.
How to Predict Tipping Points?
A tipping point happens when two developments meet: a shifting consumer demand away from the old and a changing supply on the market meeting this shifting demand. Ultimately, the success of these innovations comes down to one key factor: understanding the market. It’s not just about creating new products—it’s about understanding when the market is ready for them.
If you want to predict the future, you need to look beyond what’s happening today. If you are using sales figures, you will be too late as they reflect the upcoming trends of the past. Engaging in continuous dialogue with your target group helps you track evolving preferences, while periodical horizon scanning keeps you informed on what’s happening in the industry. Only by watching consumer behavior closely, early adopters, regulatory changes, and technological breakthroughs, can you anticipate tipping points and position yourself at the forefront of market shifts.
Want to know more about how the low and no alcohol trend could impact your business? Or explore similar trend shifts in your product category? Check out our School of Trends for horizon scanning and gain insights into what’s happening in your market right now—and what’s coming next.
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